Top 5 Global Videos - January 2016
Monday, 1 February 2016
Each month Be On rates the top 5 global pieces of branded video content.
Be On’s ranking is based on an internally developed scorecard, where the videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production, Overall campaign) measuring the campaign’s online success.
The rating is from 1-10, where 1 is the lowest.
1. PepsiCo Bring Happiness Home 2016: The Monkey King
PepsiCo brings the past into the present with its “Bring Happiness Home” spot, as it celebrates Chinese New Year. Created by Civilization Shanghai, the campaign tells the story of a young boy following in the footsteps of four generations of ‘The Zhangs’. Each family member has played the role of the legendary ‘Monkey King’ on stage, and this boy is next to step up to the challenge as they celebrate the year of the Monkey. The brand demonstrates its global appeal and awareness of cultural traditions. The playful nature of the Monkey aligns Pepsi with youth and positivity and inspires audiences to continue the legacy of this 123 year old product. The spot has high production value and is cinematic in style, proving a hit in China and clocking up millions of views online. Known in the US for its Uncle Drew series, which spans across numerous chapters, this is a brand that has benefited from experimenting with formats over the years. Whether it’s longer form, one-off content, or split into shorter instalments, storytelling is always the focus for Pepsi.
2. Philadelphia Police Department’s ‘No Savesies’ PSA
“You need to call the Philly Police Department, late night when you see that cone” is the message in the Philadelphia Police Department’s latest ‘no savesies’ PSA. Think you recognise that tune, then you’re right. Adapted from Drake’s “Hotline Bling”, the spot piggy backs off of the success of Drake’s music video and now iconic shuffling dance move. The campaign was orchestrated in an attempt to reduce battles over “spot-saving” and people using cones, lawn chairs, bins and other household items to save their shoveled-out parking spots, ahead of the snowstorm thathit this January. Posted originally on its Facebook page, the PPD clearly knows how to reach millennials in creative and innovative ways. A great example of shareable and original content that doesn’t cost a fortune to produce.
3. Michel Gaubert & Fashion’s Favorite Puppet - Mercedes-Benz Original
This is so much more than a man and his puppet: it’s friendship. Michel Gaubert is fashion’s leading sound director and a famous Paris-based DJ. In 2014 Mercedes Benz introduced “Fashion Creatives”, an online series that features a variety of creative minds outside the automobile world. The series was commissioned by Mercedes to demonstrate parallels across industries with the objective of creating content that would appeal to a broader audience. The video introduces Petit Michel, Michel Gaubert’s personal puppet assistant, and follows them in a behind-the-scenes style. Endearing and entertaining this three-minute story looks at friendship in the run up to Mercedes Benz Fashion Week Berlin, and has had over 20,000 YouTube views so far.
4. adidas Originals: Your future Is Not Mine
Directed by Terence Neale, adidas Originals’ ‘Your Future Is Not Mine’ campaign communicates the beauty in a person’s right to choose their own path. Artistically shot, scenes focusing on woodland landscapes are combined with shots of back alleys and car parks to give the video an urban yet natural vibe. The viewer is being told a story of empowerment and to embrace their unique journey in life. Set to a seductive soundtrack produced by Chris Shaw and featuring vocalist Daisy Hamel-Buffa, the spot oozes sophistication in a subtle way, as the viewer watches each character dismiss the hurdles they encounter with ease. The theme of past and present is one that fascinates this global brand, who released a similar spot back in December, entitled ‘The Past Empowers The Future’. By capturing the spirit of the enigmatic nomad, both videos demonstrate how its product is ‘designed for a lifestyle without boundaries’, associating its products with creativity and originality above all else.
5. Old Spice: Whale #SmelLegendary
Old Spice certainly knows how to make a comeback and break the internet at the same time. This new ad from the fragrance brand offers a fresh, self-depreciating twist on the absurd bravado that has previously defined Old Spice’s ads. Rather than well-known Old Spice guy Terry Crews, the audience is introduced to a new buff and chisel-chinned guy, known as the “Legendary Man”. The film is delightful tongue-in-cheek idiocy. The ad and voiceover are not only cleverly written, they are highly appropriate to the brand’s target audience. The playboy persona seems to have been received well by fans, as the video has amassed over two million views to date. The ad goes to show that Old Spice knows how to create content that connects with this audience. It may be foolish and brash, but the “Legendary Man” has a certain charm that leaves us wanting more.